Sales of hair care remained flat level in 2020; however, uplifts in growth and declines were seen in various product areas due to the outbreak of COVID-19. Social isolation and general fear, especially among the older age group of consumers, drove salon professional hair care sales down significantly.
Private label from groceries had the best performance during the outbreak of COVID-19. With salons and specialist retailers closing for periods of time, this allowed grocery stores to have a better performance during 2020, with private label benefiting from low price points during a time of heightened price sensitivity.
L'Oréal Suisse continued to lead hair care in Switzerland in value terms in 2020, however, the player lost share and recorded a decline in sales, with private label player Migros Genossenschaftsbund eG, increasing its presence. However, the player continued to retain the top spot thanks to offering a portfolio of mid-to-high-price products through its leading brands Elsève, Garnier and L'Oréal.
After recording flat rate growth in 2020, hair care sales are set to post an increase in value growth from 2021, benefiting from consumers returning to socialising, office spaces and gatherings. This will lead to positive growth for styling agents, which took a fall in 2020 due to home seclusion.
The health and wellness trend, boosted further by the outbreak of COVID-19, is set to support the growth of natural hair care brands across the forecast period, with consumer demand for "clean" beauty products set to increase. Mainly initiated by small independent brands, large beauty players have since launched their own natural ranges.
Digital presence is expected to dictate the success of higher unit price products in hair care across the upcoming years. As consumers increasingly expose themselves to social media, selling across social media platforms will become more important for major players, which is set to further increase the share of e-commerce.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Switzerland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Hair Care research and analysis database.
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